Buying In - 9780812974096
Un libro in lingua di Rob Walker edito da Random House Inc, 2010
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Brands are dead. Advertising no longer works. Consumers are in control. Or so we're told. In Buying In, Rob Walker argues that this accepted wisdom misses a much more important cultural shift, including a practice he calls murketing, in which people create brands of their own and participate, in unprecedented ways, in marketing campaigns for their favorites. Yes, rather than becoming immune to them, we are rapidly embracing brands. Profiling Timberland, American Apparel, Pabst Blue Ribbon, Red Bull, iPod, and Livestrong, among others, Walker demonstrates the ways in which buyers adopt products not just as consumer choices but as conscious expressions of their identities. Part marketing primer, part work of cultural anthropology, Buying In reveals why now, more than ever, we are what we buy—and vice versa.
Informazioni bibliografiche
- Titolo del Libro in lingua: Buying In
- Sottotitolo: What We Buy and Who We Are
- Lingua: English
- Autore: Rob Walker
- Editore: Random House Inc
- Collana: Random House Inc (Paperback)
- Data di Pubblicazione: 05 Gennaio '10
- Genere: BUSINESS and ECONOMICS
- Argomenti : Branding (Marketing) United States Brand name products United States
- Pagine: 291
- Dimensioni mm: 215 x 133 x 19
- ISBN-10: 0812974093
- EAN-13: 9780812974096